By Corrie Oberdin • 27 February, 2014
Back a billion years ago, when corporate blogging was new, there weren’t a whole lot of best practices as it related to managing content. We found a lot of the stories from corporate bloggers, many of whom became their companies’ social media go-to people, were the same: Fire up the browser, pick a topic, write. Repeat daily (or several times daily) depending on your needs and schedule.
We can speak from experience that this is not the easiest way to create content.
As social media developed, and communication needs grew more complex, “pick a topic and write” option became much less feasible. To allow for greater flexibility, creativity and advance planning, many organizations started using content calendars to help them organize what they want to say, when they want to say it, and on what channel.
Despite the fact that many, many organizations use content calendars, we are not surprised when we hear that people aren’t using them. Why? Because it can often be easier to run things “on the fly” than it is to start planning out your content. The initial planning stages take time, and time is often what a lot of organizations don’t have.
If you are already running an ongoing social program, but are not using a calendar, starting can be easy (look for a future post that talks about starting from scratch).
The following is a sample of our weekly content calendar. We color code our calendar to help us keep track of each week: Green for things that are completed, Red for links to other sources, Blue for items we are waiting on or that are tentative.
Stay tuned for more content planning posts, including a look at creating content categories and how to start from scratch!